Rachel Smith Design
Rachel Nicole Smith • Art Director
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IT Women

Campaign

Technology stereotypes put it far from young women’s minds.

 

problem

Not enough women are interested in or consider the technology field as a career path.

Insight & Strategy

Middle and high school girls think IT is too nerdy, too hard, too impossible, too manly.  So, we reinvented the personality of technology.

We used a female staple, lip gloss, and linked it with familiar technical icons they see every day.

PRINT

 

PROMO ITEMS

The campaign included 3D postcards and stickers.  
The copy on the postcard, written in code, inspires and directs to the website.  

 
 
 
Copy by Matt Ellis